UPCOMING EVENTS

Most people who regularly color their hair at home will have their fair share of horror stories.

A startup called Madison Color aims to reinvent the home hair care experience, starting with color. The company raised a $4 million funding round today led by True Ventures, a firm that sees a massive market opportunity for high-quality, home-delivered hair products.

Madison won’t publicly launch until the fall, but the founders say they plan to develop an online service for customers select, buy and apply hair products. Madison Color will begin by offering ammonia-free products, which can be ordered online or via a mobile app, and delivered straight to your doorstep. Think of it as a Warby Parker for hair products.

Cofounder Amy Errett [left] secured a smaller investment from her former firm, Maveron LLC, where she had worked as a Bay Area-based venture partner. Errett is a big name in startup circles; she sits on the board for companies like SAY Media and General Assembly, and previously worked as the chief executive officer for Olivia.com, a lifestyle and travel brand for lesbians.

In a statement, Errett said she’s excited by the opportunity to bring new technology to a “market with high existing consumer demand that hasn’t changed in decades.”

Investors are making a bet on the Madison Color founding team, which also includes Home Value Protection cofounder Eric Hutchinson, Zynga cofounder Andrew Trader, and former Threadsy CRO Sabrina Riddle. As part of the terms of the funding, True Ventures’ Jon Callaghan will join the company’s board.